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While negative moods (e.g., anxiety and depression) deriving from environmental problems have become a common public concern, little is known about how consumers’ negative mood states affect their green purchase intentions, especially when consumers hold ambivalent attitudes toward buying green products. This paper addresses these issues through four studies of Chinese consumers. Our findings demonstrate that highly ambivalent attitudes toward green products decrease green purchase intentions (Study 1). This negative effect is weakened when consumers are in a more (as opposed to less) anxious mood (Studies 2 and 3) but strengthened when consumers are in a more (as opposed to less) depressed mood (Study 4). Both effects are more prominent among low‐ambivalence consumers than high‐ambivalence consumers. This research shows that not all negative mood states have the same influence on consumers’ green purchase decision making.

This study focuses on the use of we-media by small- and medium-sized enterprises (SMEs) to disclose internal corporate social responsibility (ICSR) under the impact of the 2019 novel coronavirus disease (COVID-19). Study 1 interprets the catalyst effect of COVID-19 on the externalization of SMEs’ ICSR. The fuzzy grading evaluation method is initially verified. Under the impact of COVID-19, SMEs fulfilling their ICSR can enhance consumer brand attitudes. Study 2 uses a structural equation model and empirical analysis of 946 effective samples and finds that consumers perceive the self-sacrifice of corporations during the coronavirus disease period. SMEs can fulfill their ICSR to enhance the internal explanation mechanism of consumer brand attitudes and the moderating role of enterprise losses.

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